Trend has wool on winning run
MERINO wool is having a stellar run in the retail market.
And it’s all thanks to a rising demand for the fibre in sportswear.
Australian Wool Innovation chief executive officer Stuart McCullough said demand was part of an “uber trend” in fashion.
“The athleisure, sportswear and outdoor apparel segment has become an uber trend,” Mr McCullough said.
“We’re seeing it really emerge as part of the spending power of Gen Y and Gen Z.
“These technical textiles are a new market we’ve fostered and developed, especially as wool is a minor cost in these goods.”
AWI had worked with brands such as Adidas to lift awareness of Merino wool in performance sportswear.
Luxury Italian sportswear label Z Zegna had also partnered with AWI to release a water-resistant, quick-drying Merino fabric range made from 17.5 micron wool, which includes shoes, backpacks and hats.
“We’re seeing a lot of demand for Merino wool sportswear coming out of the west, but this will only grow in China with the increase of their affluent middle class,” Mr McCullough said.
“We have 300 million emerging and affluent Chinese, who see wool as a luxury fibre.
“With the emergence of wealth and consumer confidence, wool becomes a part of luxury spending habits.”
Last year, the Australian Wool Innovation entered a two-year partnership with Chinese luxury department store Lane Crawford to launch two new sportswear collections.